Action Code Response Rates

Roger Matus Executive Vice President, Nellymoser has produced an interesting study on magazine action codes and scan response rates. The study indicates that response rates for action codes in magazines is greater than the response rates for other types of printed marketing (as published by the Direct Marketing Association in the 2012 Response Rate Report). In the seven magazines included in the study the median response rates ranged from 4.5% to 5.9% (image below). It appears that there are two main factors influencing response rates. Firstly, the total number of scannable codes (more codes raise visibility and interest, as well as increase the opportunity to scan) and secondly, the nature and value of the reward offered for scanning (discounts, coupons and sweepstakes get high response rates). Full report (PDF).

Chart showing varying response rates across seven magazines

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